A 15 minute overview of digital marketing for the Oxfordshire company operating on limited budget. Covers planning, search optimisation, keyword analysis, buyer touchpoints, social media, website design and Google Analytics. Presented at Venturefest Oxford 2015

1. Digital Marketing for Start-ups
A 15 minute overview for those courageous entrepreneurs wanting
to make a difference
Nick Parker
VentureFest
Said Business School
8th July 2015

2. Increasing your sales
through integrated marketing in an
increasingly digital world,
using shoe string budgets
A 15 minute overview for those courageous entrepreneurs wanting to make a
difference
Nick Parker
VentureFest
Said Business School
8th July 2015

3. Overview
1. Most Important
Tasks (MIT) x 3
2. Summary
3. Questions

4. MIT 1
Plan
(write it down)

5. Start with your numbers

6. Target niche(s)
When the client
focused their content
on this general term
they didn’t feature on
Google
The Long Tail of Search

9. Target niche(s)
Whereas focusing here
would result in
position #1. However
almost no one is
searching for that.

10. v

13. MIT 2:
Know how
your buyer
buys

14. Buying stages & touchpoints
http://www.moxwai.com/tip/touch-points-buying-cycle

15. It takes persistence
https://www.pinterest.com/pin/161355599124452421/

16. Resist the social media hype
90x
40x

17. Think Lifetime Value (LTV)
Customer A
1. Would spend £100 twelve times a year
2. and you could keep them for 10 years
3. and you make 50% margin
Customer B
1. Would spend £3,000
2. One purchase only
3. You make a 70% margin

18. MIT 3:
Access a breadth
of skills to build a
great sales/lead
website …

19. Graphic Design

20. Messaging

21. THIS IS WHAT GOOGLE SEES
Dear Google,
If you are going to index ONE THING please index
At The Cotswold Cheese Company we stock
over 100 different artisan and farmhouse
cheeses, with a real focus on local quality
producers.
<HEADING 1>At the Cotswold Cheese Company we stock over 100 different artisan..</HEADING 1>.
Search Engine Optimisation

22. Humanise

23. Humanise

24. Sales conversion

25. Landing pages/email marketing

26. Measurement: Google tools

27. Summary
MIT 1 - Plan (write it down)
• Envisage the whole journey
• Start with your numbers
• Target niche(s)
MIT 2 - Know how your buyer buys
• Buying stages & touchpoints
• It takes persistence
• Resist the social media hype
• Think LifeTimeValue

28. Summary
MIT 3 - Access a breadth of
skills to build a great sales/lead
website …
• Graphic design
• Messaging
• Search Engine Optimisation (SEO)
• Humanise
• Sales conversion
• Email marketing
• Measurement: Google Tools

29. Thank you to the following for their support
Parker Marketing is a digital consultancy specialising in creating strategies for accelerating the revenue performance of
established businesses who sell products & services to other businesses and are based within 50 miles of Oxford.
nick@parker-marketing.co.uk
Tel: 0800 804 4313
www.parker-marketing.co.uk
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